毕业范文营销渠道策略研究.doc

内容摘要 营销渠道的控制是现代企业流通的基本特征，是企业最重要的资产之一。它是企业把产品转移到消费者所经过的路径。这个路径包括中间商、批发商、零售商、终端用户。能否建立一个稳定、高效的营销渠道网络，是企业经营成败的分水岭。笔者对营销渠道基本理论作了综述，介绍了营销渠道的含义、营销渠道的类型、物流与渠道管理。并以营销渠道的相关理论为支撑，剖析了科尔沁牛业在现在的营销渠道环境下存在的渠道问题，并提出了窜货的整治，实施客户关系管理和短渠道营销，以及加强企业的物流管理的渠道策略建议与对策。 关键词：科尔沁牛业 营销渠道 渠道模式 渠道策略 abstract Marketing channel control is the basic characteristics of the modern enterprise circulation, is one of the most valuable asset of the enterprise. It is the enterprise products transferred to consumers through path. This path including middlemen, wholesalers, retailers and end users. Whether to establish a stable and efficient marketing channel network, is the enterprise manages to the success of the watershed. Based on the basic theory of marketing channel reviewed, introduces the meaning of marketing channels, the type of marketing channels, logistics and channel management. And with the related theory of marketing channels for support, this paper analyzes the well-kown horqin NiuYe in todays marketing channel environment problems existing channels, and puts forward the implementing regulation looted products, customer relationship management and short channel marketing and strengthen enterprise logistics management channel strategy Suggestions and countermeasures. Keywords: well-kown horqin NiuYe marketing channel channel mode channel strategy 目 录 摘 要 Abstract 一、营销渠道理论综述………………………………………………………1 ㈠营销渠道的含义………………………………………………………1 ㈡营销渠道的类型选择…………………………………………………1 ㈢物流与渠道管理………………………………………………………2 二、内蒙古科尔沁牛业概况…………………………………………………2 三、科尔沁牛业营销渠道环境分析…………………………………………3 ㈠宏观环境分析…………………………………………………………3 ㈡微观环境分析…………………………………………………………4 四、科尔沁牛业营销渠道现状分析…………………………………………5 ㈠国际销售网络…………………………………………………………6 ㈡国内分销体系…………………………………………………………6 五、科尔沁牛业营销渠道存在的问题………………………………………6 ㈠市场上窜货现象严重…………………………………………………6 ㈡科尔沁牛业与经销商矛盾突出………………………………………6 ㈢销售渠道过长…………………………………………………………6 ㈣物流配送不畅…………………………………………………………6 六、科尔沁牛业营销渠道策略建议与对策…………………………………6 ㈠窜货现象的整治………………………………………………………6 ㈡实施客户关系管理…